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Social Media Training

  1. COMMUNICATION PLANNING FOR DIGITAL ADVOCACY A training module for NDI Election Monitoring Partners 18/05/2014 Dhaka, Bangladesh
  2. INTRODUCTION This training is offered as a capacity building resource for NDI’s election monitoring partners. The goal is for each partner to be able to independently develop a sustainable communications plan with the following: A. Communications Strategy B. Online Strategy C. Social Media Strategy *Start with a media awareness quiz
  3. WHAT IS DIGITAL ADVOCACY?HTTP://CTB.KU.EDU/EN/TABLE-OF-CONTENTS/ADVOCACY/DIRECT-ACTION/ELECTRONIC-ADVOCACY/POWERPOINT Digital advocacy is the use of digital technology to contact, inform, and mobilize a group of concerned people around an issue or cause. The purpose of digital advocacy is to galvanize supporters to take action. Common digital advocacy tools include:Blog s Social networking Video sharing
  4. DIGITAL ADVOCACY TIPS •Develop systems for managing your digital advocacy efforts •Develop a single content plan / calendar of topics to post, outlining timing of advocacy requests and desired outcomes •Integrate and streamline social media efforts to avoid duplicating your posts and overwhelming your supporters •Integrate online and offline efforts
  5. James Howe: How to Create a NonProfit Communications Strategy, 2011
  6. A. COMMUNICATIONS STRATEGY An outline of how to construct a communication plan
  7. WHAT IS A COMMUNICATIONS PLAN? Connecting your audience with your objectives and mission The big picture that guides all your communications efforts to achieve your goals and objectives.  There is no single format or template that is used nor one single way to create a communications plan. It should be easy to read and understand. If done well, it will save you time and money in the future.
  8. COMPONENTS OF A COMMUNICATIONS PLAN 1. Research & Analysis 2. Context & Objectives 3. Audience &Messages 4. Understanding & Action 5. Evaluate
  9. 1. RESEARCH & ANALYSIS Gather resources and materials to share. Appoint someone or a team of people to manage your communications Can you allocate a minimum of five hours per week to your strategy? Do you need any outside expertise? Will your content updates depend on any other resource or person? What tactics and tools best support your objectives and match your targeted audience? What tactics and tools do you have the capacity to implement? What can you learn from the experience of other
  10. 2. CONTEXT & OBJECTIVES Listening and Learning: You're monitoring what stakeholders are saying about your organization, your issue, or programs and using the information to support your marketing goals. Build Relationships and Issues Awareness: You’re increasing your visibility in the right areas and trying to stick in the minds of others through active interaction on many different levels. Improve Reputation: You want to improve how others think about your organization or issue and are responding directly to feedback through social media channels. You may also want to improve your organization's reputation as an expert. Content Generation and Issues Awareness: You encourage stakeholders to create content about your organization or it's issues and share it with others and encouraging fans to talk about your issues to others (word of mouth). Increased Relevant Visitor Traffic and Page Rankings: You're using social media tactics to drive traffic to your organization's web site or newsletter sign up or improving search engine results or using social media channels to spread your web site or blog content. Taking Action or Fundraising: You're using social media tactics to spur supporters to action or donate. Remember this objective will take considerable more time and effort to be successful.
  11. 3. AUDIENCE & MESSAGES Every audience is not the same. Who must you reach with your communication efforts to meet your objective? Why this target group? Is this a target group identified in your organization’s communications plan? What do they know or believe about your organization or issue? What will resonate with them? What key points do you want to make with your audience? What social media tools are they currently using? If they congregate in certain online locales, what are they talking about in relation to your brand/goals/issues/competitors? Describe based on secondary research, direct observation, or primary research. What additional research do you need to do to learn about your target audience’s online social behavior or understanding/perceptions about your organization or issues?
  12. 4. UNDERSTANDING & ACTION Review and make any necessary changes How does your Social Media support other components of your Online strategy plan? Is there an “offline” marketing push that you need to support/connect? Once you have an initial strategy, how do you get your organization to own it? How will you address any fears or concerns? What is the rate of change your organization can tolerate?
  13. 5. EVALUATE What is your original, measurable objective (e.g., # of event attendees or petitions signed)? What hard data points or metrics will you use to track your objectives? How often will you track? Do you have the systems and tools set up to track efficiently? How will you harvest insights from hard data and qualitative data as the project unfolds? What questions will you ask to generate insights? Who will participate?
  14. 2. ONLINE STRATEGY Centres around a website
  15. INTERNET USERS(HTTP://WWW.EMARKETER.COM/ARTICLE/SOCIAL-NETWORKING-REACHES-NEARLY-ONE-FOUR-AROUND- WORLD/1009976#STHASH.FSFFCBLG.DPUF There are nearly 1.75 billion internet users worldwide. Asia-Pacific has the largest social network user base, with an audience of 777 million people and a share of 44.8% of social network users worldwide 33 million internet users.[1] An estimated 95% of users connect to the internet through mobile phones and the rest use broadband internet from different internet service providers.[2] However, the total number of desktop users is likely bigger, as a single connection is used by many people. 3.8 million Facebook users from Bangladesh, out of which close to one million are female users. http://www.giswatch.org/en/country-report/womens-rights-gender/bangladesh
  16. THINGS TO KEEP IN MIND •Start small •Promote issues & Raise awareness •Explain in basic terms what you are doing now and why it is important •Content should be honest and genuine to help build trust, and engaging to organically grow an audience. •Posting simply out of obligation is not a good strategy. •Posting interesting, compelling and thought-provoking content is the key to success. •It is important to remember that traditional media ethics rules apply to online journalism. •Nothing said or done online is truly private. Anything you post is a direct reflection of you or the organization you represent.
  17. SOCIAL NETWORKING AND MOBILITY Many with smartphones are also turning to instant messaging (IM) applications, instead of SMS, to communicate socially with their devices. IM apps are usually free and offer a less expensive alternative for rapid communication because messages can be sent over the Internet. This allows users to send messages over the Internet either using their data plan or free accessible WiFi networks. WhatsApp, Viber, LINE, Skype and WeChat.
  18. USE OF IMAGES The internet in society
  19. INTRODUCTION FREE online communication platform through which a blogger (the person who submits content to a blog), can regularly share stories, photos, videos or links. most blogs are written in first person Organizations can share meaningful stories from the field through the personal voice of staff members, volunteers or partners share other news or information, relevant to the organization and its partners or stakeholders. Easier to maintain than a website
  20. SETTING UP WORDPRESSHTTP://WWW.SOCIALBRITE.ORG/2011/05/23/BUILD-A-WORDPRESS-SITE-FOR-YOUR-NONPROFIT-IN-9- STEPS/ 1. pick your domain name 2. Install Wordpress 3. settle on a theme 4. establish your permalink settings 5. add essential plug-ins 6. Create basic pages
  21. 3. SOCIAL MEDIA STRATEGY Use tools to communicate objectives
  22. SOCIAL MEDIA AND NGOS Engagement: multiply audience reach and connect with people through the use of innovative technologies and raising awareness Strengthen capacity through online training and networking. Advocacy: by quickly mobilizing citizens through information sharing and transparency Participation: all of these tools can be used to increase citizen participation at the grassroots level in various issues in the most remote places. Improves transparency, governance and accountability of organizations Helps organizations engage segments of the population difficult to reach with traditional media Establishes a transparent venue for public discourse Allows for quick dissemination of timely information Helps organizations directly engage with audiences through a simple and cost-effective medium
  23. SOCIAL MEDIA STRATEGY 1. Why is social media important to your organization? What does your organization hope to accomplish through social media? a. Consider mission, core values and programmatic goals b. Make them as specific as possible. 2. How will social media help your organization reach its goal? a. Define the audience first b. Decide which social media platforms cater to this demographic. c. allocate resources to a platform that has the
  24. SOCIAL MEDIA POLICY FOR CONTENT Values: What are your organization’s values and how will they translate to your social media guidelines? Do you strive to be impartial on political issues? Do you like to foster collaboration?  Roles: Who is in charge of the different roles connected to social media? Who sets the strategy? Who manages the different platforms? Is it the same person? Do you have a back-up person?  Tone: What is appropriate to say online? What should you never post? What types of posts require prior approval?  Content: What is appropriate to say online? What should you never post? What types of posts require prior approval?  Multimedia: Will you use original media produced by your organization? Or, is it okay to use media from the Internet? What types of images or videos should not be shared?  Controversy: How will you monitor “chatter” on social media channels? How will you handle negative comments? When is it best to respond? How should you respond?  Privacy: Will you provide training on how to properly include attribution to original sources? Will names be associated with photos or images? If so, will you use a person’s full name or first name only? Is it okay to tag people in the photos? When is it okay to use photos or videos of children or of certain constituents?
  25. SETTING UP FACEBOOK A social networking site is an online community that allows users to create a profile and cultivate a social network of friends and followers. Users may communicate with others in the network by sharing ideas, activities and events through updates and photos. With over one billion active users, Facebook is the most popular social networking site globally MADD
  26. FACEBOOK TIPSHTTP://WWW.AAUW.ORG/RESOURCE/HOW-TO-USE-SOCIAL-MEDIA-FOR-ADVOCACY/ Keep Facebook posts short and conversational, and include photos whenever possible A general rule to follow could be to post at least one Facebook post a day, but the more you engage your audience, the better off you will be. Ask people to share your content through Facebook. Make sure the content is branded with your logo so that we are credited when it is shared. Include links on Facebook to direct people back to the organizational websites. You can easily create events on your Facebook page and invite your Facebook friends, who can then invite their friends, and so on. Consider creating a Facebook event to advertise events such as your branch meetings, rallies, and lobby days.
  27. TWITTER INTRODUCTION a social networking and microblogging site Users can create a profile, gain followers and follow others. Twitter posts are called Tweets and are restricted to 140 characters. Share text, links, images or hashtags (#) for categorizing content. They can also favorite, retweet, or reply to a tweet. Provide your followers a real-time sense of what is going on by sharing timely Tweets Drive followers to strategic virtual destinations by offering links to your organization’s website, online resources, surveys or blogs Follow trending topics with hashtags relevant to your organization’s interests Engage in direct conversation with followers by replying to
  28. TIPS FOR TWITTERHTTP://WWW.AAUW.ORG/RESOURCE/HOW-TO-USE-SOCIAL-MEDIA-FOR-ADVOCACY/ Share links to press releases, images from events, and other information (in 140 characters or less). Tweet directly to members of the media and bloggers to encourage them to cover your efforts. Tweet directly to local organizations that you want to partner with in your efforts or that might be able to help you spread the word. Use hashtags, such as #BEC, #Bangladesh, #stopcorruption, or #fairelections, anything related to an issue you are trying to publicize. Include links to your organization's priority issues on your website and facebook page. Follow your partner’s Twitter accounts: @NDI @IRIGLOBAL Transparency International Twitter Account
  29. DO’S AND DON’T’S Do Evolve with change Post with a purpose. Use appropriate tools Be methodical and spontaneous and always relevant Integrate and promote content across multiple platforms Stay active and engaged Share multiple posts each Don'ts Post for the sake of meeting your daily posting quotas Use poor quality photos Use generic and irrelevant messaging Respond with a derogatory tone to negative comments Share too much Overpost
  30. OTHER PLATFORMS The most popular video sharing site is YouTube, which requires a user account to upload videos. Though, anyone can view videos posted on YouTube. Popular photo sharing sites include Flickr, Instagram and Pinterest, each catering to a different niche. Some photo sharing sites also allow users to post videos. A wiki is a special web application that allows open content editing by users, thus encouraging the democratic use of the Web. Users can add, modify or delete content in a collaborative environment. The owner of a wiki can choose to allow open editing or limit editing to only those who have an account or special permissions. Wikipedia, an online encyclopedia produced collaboratively by volunteers around the world, is the most popular wiki. Businesses and organizations can create a Company Page and as an extension of the Company Page, a Showcase Page to feature a particular initiative they would like to drive attention to.
  31. OPEN SOURCE TOOLS Open source tools have transformed citizen engagement by enabling people to voluntarily contribute to projects from anywhere in the world. Ushahidi and OpenStreetMap are examples of open source tools that use the concept of crowdsourcing to make data available to the public. These tools are all democratizing information sharing through the Internet and mobile phones.
  32. SUMMARY The goal is for each partner to be able to independently develop a sustainable communications plan with the following: 1) Communications Strategy 2) Online Strategy 3) Social Media Strategy 4) Have your accounts up and running 5) Identify personnel to keep them updated 6) Post content
  33. THANK YOU! Have a nice week.

Notas do Editor

  1. Just as how your strategic plan guides how your organization is moving into the future and guides decisions on what you do and how you do it. Your nonprofit communications strategy is critical to how effectively a social profit organization strives for its vision and delivers on its mission.
  2. As with any marketing effort, the first step to success is identifying who your organization wants to reach and find out how they are using social media. There is more and more audience research for users of particular social media tools and a lot of it is free. It pays to spend a few hours reviewing the demographic or “technographic” details (what people are doing online). While secondary research may help inform what general direction you may want to go in, there is no substitute for primary research. And while surveys, focus groups and other services can give you an analysis of what your current audience is doing online, direct observation is works best. For instance, if you are considering a Facebook profile, before you set up an organizational presence - spend some time searching to see if and if anyone has set up a Fan Page or Group to talk about your organization or issue area. Or, if you are considering a blog, find out who the key bloggers are in your topic area. This will allow you to observe what your audience is saying in their natural environment. Some social media strategists call this step “listening” and it is essential first step in developing your social media strategy.
  3. As with the introduction of any new technology or anything new for that matter, there are bound to be fears and concerns expressed by others in your organization. Common concerns about social media from nonprofits may include: Loss of control over your organization's branding and marketing messages Dealing with negative comments Addressing personality versus organizational voice Not being successful, fear of failure Perception of wasted of time and resources Suffering from information overload already, this will cause more
  4. You need to pick the right hard data points or metrics that will help you track your objectives. It is important to look at trend movements and changes over time, not just numbers. But hard data points alone won't give you much value unless you harvest insights to improve your social media strategy. For social media, it is also important not to look at a single metric, you will have to evaluate your strategy performance from multiple dimensions.
  5. While online platforms may seem simple enough to use, it does take skill and creativity to build an online community and to maintain engagement. It also requires commitment from leadership to invest in human and technical resources. When considering whether to integrate social media into your organization’s communication strategy, be sure to engage leadership in the decision making process. Together, discuss the benefits of social media engagement for your organization and determine if sufficient resources exist to support the program, recognizing that results will not happen overnight. It takes both time and effort to build a social media presence and flexibility and patience to experiment with new tools. Leadership will have to make a long-term commitment to the process and allocate ample time and resources toward social media activities.
  6. The prevalence of mobile phones has also stirred the rapid development of applications that equip people from disconnected and rural communities to easily access vital information. For example, through a short message service (SMS) an individual with a mobile phone can obtain information on market prices, report or monitor concerns related to their health and safety and receive and respond to mass texts with alerts. NGOs are harnessing the power of these applications to connect to their audiences and to help build safer and more responsive communities.
  7. A blog, short for Web log, is an online communication platform through which a blogger (the person who submits content to a blog), can regularly share stories, photos, videos or links according to the subject matter of the particular blog. It is often likened to a journal, because most blogs are written in first person and offer a more personal narrative compared to content traditionally found on a website. Blogs are a valuable tool for development because they allow organizations to easily expand beyond their traditional communications mediums and social networks, and curate a content rich platform for their followers. Organizations can share meaningful stories from the field through the personal voice of staff members, volunteers or partners, without the hassle of updating their website. They are also a great venue to share other news or information, relevant to the organization and its partners or stakeholders.
  8. Pick your domain name. Picking a domain name will be one of the most important decisions you’ll make. Selecting a domain name for your organization that’s compelling and easy to remember will take patience and creativity. Decide where your site will be hosted. There are many differences between a WordPress.com blog, which is free, and a WordPress.org blog, but in summary, you want to go with WordPress.org. WordPress has a great list of hosting providers that support WordPress — and there are literally hundreds from you can choose from for a modest monthly cost. Install WordPress. Most reputable hosting companies offer a one-click install of WordPress as demonstrated in this video. Settle on a theme. A theme is essentially clothing for your website. It dictates the overall look and feel, as well as some of the functionality of your site. Check out these important considerations to help you choose a theme. Establish your permalink settings. The default permalink structure in WordPress relies on the post ID — basically, a number — which is not recommended if you want to get found when someone is searching on your topic. Instead, choose a permalink structure that is keyword rich, like categories and post names. Watch How to Create SEO-Friendly Permalinks to learn how to configure these basic settings. Add essential plug-ins. Plug-ins are add-ons that enhance the functionality of your nonprofit WordPress site. Check out this good list of essential plug-ins. Create basic pages. WordPress pages are different from posts. Start with the basic pages first, such as an About page, a Donation page, a Volunteer page or a Subscribe page. Draft some text and add in images as desired. - See more at: http://www.socialbrite.org/2011/05/23/build-a-wordpress-site-for-your-nonprofit-in-9-steps/#sthash.fdmGenTy.dpuf
  9. Social media can be used as a tool to promote advancements in the field of development. It allows organizations with few resources to multiply their audience reach and connect with people through the use of innovative technologies, and to inform them about important issues affecting their lives and their communities. With increased information sharing through online tools, there is greater opportunity for development. Citizens can quickly disseminate critical information and play a direct role in democracy-building in their communities. However, access to information is just one step in the advocacy process. Mobilizing people and communities to use that information and contribute to the knowledge base is critical to a campaign’s success.
  10. To answer these questions, consider your organization’s mission, core values and programmatic goals. Why does the organization exist? What is important to the organization? What does it hope to accomplish? The organization has determined social media can help serve as a tool to reach its programmatic goals. Now it is time to decide which goals in particular the organization would like to achieve through social media. Make them as specific as possible. To help you think through this process, consider the organization’s goals. Is it trying to build awareness around a certain product or service? Is it fundraising for a particular project? Is it building a community of volunteers? Or, is it advocating for a particular cause? Begin by picking one goal that you think is possible for the organization to achieve through social media. For example, if the target audience is young mothers, you would probably want to use Facebook or YouTube to reach them, or any other platform that is popular for that demographic in the region. Using LinkedIn, a network for professionals to connect for employment opportunities, will not be very useful. It would be a waste of valuable resources to spend time on a platform that does not cater to the target audience. Once the appropriate social media platforms have been selected, identify performance indicators to measure success. The performance indicators must be specific and measurable, and tied directly to the organization’s objective. If the performance indicators reveal the organization is successfully reaching or building towards reaching its objective, then you know you are on the right track. If they reveal the opposite, then the organization must adjust its strategy, apply a revised strategy and measure again.
  11. Groups and Pages serve different purposes on Facebook. Groups are meant to foster group discussion around a particular topic area while Pages allow entities such as public figures and organizations to broadcast information to their fans. Only the authorized representative of the entity can run a Page. So one of your employees might set up a “group” for your organization, and that would be fine. But only an official representative of an organization can set up the official Page for that organization (or at least someone who is willing to say that they are an official rep!). Both options allow users to share photos and videos, plan and promote events, post news or information through status updates, and like or comment on posts. Each time a user engages in these activities, it becomes visible in their friends’ or followers’ news feed.
  12. Evolve with change - Social media platforms are constantly changing and evolving. Organizations must always be prepared to adapt to these changes and adjust their strategies accordingly. Post with a purpose - There is a reason an organization has a presence on social media. Stay true to this purpose and share content that is aligned with it. Use appropriate tools - Carefully select appropriate tools for desired results. If the intent is to build an online community, use a social networking site instead of a photo sharing site. Integrate and promote content across multiple platforms - Repurpose content and share it on other platforms, but always make adjustments to leverage the platform’s benefits. Be both methodical and spontaneous, and always relevant - Posts and comments should always be timely and appropriate for the venue and audience. Stay active and engaged - Engagement is key to success. If it is not possible to maintain an active presence on a platform, it may be best to reconsider its objective. Share multiple posts each day - When appropriate, maximize exposure by sharing posts at different times of the day, being mindful of different time zones. The goal is to capture the attention of an audience that may have missed an earlier post.
  13. Photo and video sharing sites have become increasingly popular with the proliferation of smartphones.
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